Business-to-Business Marketing Analysis and Practice

Business-to-business marketing class.

Textbook info:

Business-to-Business Marketing Analysis and Practice

Robert P. Vitale, Waldemar Pfoertsch, and Joseph Giglierano Prentice Hall, 2011, Hardcover, 512 pages ISBN: 9780136058281

Case Study III: Dow Corning Success in China page 442

1) How should Dow Corning make good use of its two brands to grasp the China market to sustain its long-term growth?

2) If the target companies in China cover a broad range of industries–transportation, construction, power & utilities, electronics, personal care, textiles, solar, manufacturing - how should Dow Corning map out its brand strategies and communication activities?

3) With the growing market of personal care in China, will entry into consumer products provide Dow Corning another driver to grow?

4) With increasing Internet users and a fast growing online market, what could Dow Corning do to stand out among those major B2B online service providers?

5) How can Dow Corning prevent channel conflict if its products would be available both in its own Xiameter site and China’s major B2B e-commerce sites?